New research has found that Brits donate twice as much to charity than they think they do – with Gen Z and Millennials proving to be the most generous age groups
According to a recent study, Gen Z and Millennials are the most charitable age groups, with both giving an average of more than £500 a year. This is double the amount given by Gen X, who contributed £206, and more than Boomers, who donated £294 to charitable causes over the same period.
The study, which surveyed 4,000 adults, found that one in three under 28s have increased their charitable giving due to a stronger sense of responsibility to give back. A third of Millennials were inspired to donate more by a specific event or campaign, with many increasing their contributions year-on-year.
The research showed that the overall, average donation per year stands at £386, and that this year 35% of respondents said they plan to fundraise to help raise and donate money to charities they care about.
Of those who have no plans, 10% said it’s because they don’t know where to start and a further 12% reported it’s because they don’t feel personally connected to or were unsure of which cause to support.
In response to this, JustGiving, which commissioned the research, has developed a tool to help Brits find the right cause to support in their next fundraiser based on their personality.
Pascale Harvie, the president and general manager of the fundraising platform celebrating its 25th anniversary, has shared her thoughts on the changing landscape of charitable giving.
She said: “It’s inspiring to see how different generations are getting involved in charitable giving. What’s encouraging is that people are increasingly motivated by personal connections to causes and campaigns that matter to them, which demonstrates the power of storytelling.
She also noted the impact of technology on younger donors, saying: “younger generations may be giving more because they’ve grown up in a world where online fundraising is the norm, making it easier than ever to donate in just a few clicks”
She added that younger people are, “also more likely to feel a sense of collective responsibility, using their voices and resources to drive change.”
The research revealed that Gen Z and Millennials are driven by a desire to create positive change and make the world a better place for everyone. Emotions also play a significant role, with 24% of Gen Z and 27% of Millennials expressing a deep sense of empathy for the struggles of others.
The study also highlighted generational differences in the types of causes Brits are supporting. Gen X and Boomers are most likely to raise or give money to health, hospice, wildlife, and military causes. Meanwhile, younger generations are more inclined to support education, women’s rights, LGBTQ+ rights, and sports-based initiatives.
While Brits generally favour local causes over national and international charities, it’s the younger generations who are most likely to support globally.
Gen Z are keen to support communities in need around the world, while Millennials believe that international causes address urgent humanitarian crises. On the other hand, Gen X and Boomers prefer to support causes close to home .
Gillian Sandstrom, a psychologist specialising in kindness and spokesperson for JustGiving, commented: “It’s not always easy to know how to be kind. We have limited time and money and there are so many worthy causes and people in need.
“When someone we know raises money for a cause that is important to them, many of those barriers fade away.”
Throughout 2025, Gen Z and Millennials are predicted to be highly engaged with charitable activities, with 68% and 46% either having already fundraised or planning to do so.
Gaming events are expected to be a popular fundraising activity among the younger generations with 19% of Gen Z and 16% of Millennials considering them as a fundraising initiative this year.
Meanwhile, traditional fundraisers such as bake sales, second-hand sales and raffles remain popular for Gen X and Boomers.
The research revealed that celebrity influence is a major driver for charity donations among different age groups. Football superstar Cristiano Ronaldo tops the charts for encouraging charitable actions among Gen Z and Millennials.
Meanwhile, Prince William takes the lead as the inspiration behind Gen X’s generosity, with 39% acknowledging his impact on their willingness to contribute. On the older end of the spectrum, 38% of Boomers feel moved by Prince Harry’s philanthropic endeavours.
Gillian remarked, “Even if we can each contribute only a little, together we can accomplish a lot, and take pride in the impact that we have made.”